Allergan has handed Rapp the strategic media planning, buying and search account for its dermal filler brand Juvéderm, following a three-way pitch.
The agency has been appointed to plan and buy media activity that supports Allergan’s strategy to differentiate its offer among its core market of 35- to 59-year-old females, as well as cosmetic, dermatological, and plastic surgery professionals.
In addition, Rapp has been appointed to handle media and digital activities in two markets for a number of Allergan’s disease education initiatives.
Juvéderm is primarily used to remove “smile lines”, as well as to pump up lips and fill in hollow places and scars on the face.
Allergan senior marketing manager Samantha Leese said: “Rapp provided great insight and depth of knowledge for our specific market segments. We’re really excited to start working with them in 2014.”
Rapp Media managing director Ian Maynard said: “Allergan’s growth ambitions in 2014 play to our insight-driven global planning and buying capabilities. The differences in maturity and regulatory constraints across the markets means there’s no one size fits all approach. This is a really exciting account for us to work on.”
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